82.5 KVA engine launch in genset market: Market research in A.P and T.N regions; Mahindra Navistar Engines Pvt. Ltd.

Abstract

To conduct Market research to understand the potential segments for an 82.5 KVA Genset in the states of Andhra Pradesh and Tamil Nadu and to come up with launch strategies by understanding the consumer’s decision making process and competitor’s offering. The project had time duration of 45 days. The initial 10 days were spent in the plant (Mahindra Navistar engines Ltd.) at Pune, understanding the product, its design features and technical specifications. The next 30 days were utilized to conduct market research to understand the potential customer segments and the segment specific requirements. Consumer decision making process pertaining to a DG purchase is examined and the triggers have been identified. Different competitor’s products were examined and in-depth interviews from customers using DGs are taken. The last phase of the project spanning for 5 days was utilized in data analysis and speaking to different people in the organization to check for the validity and feasibility of the recommendations.